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"During the time society as consumer is only recognizing Institution Consumer Foundation. Role of Government ought to more socialization of law, not only to consumer but also must be done to perpetrator effort so that having a line on rights and obligations and responsibility as perpetrator effort such as those which have been arranged in Consumerism Law. Involvement of Consumer Foundation in the case of conducting enablenessis assisting consumer althoughcan be told not yet earned maximal caused limitation by this institute in the case of finance, human source and also facility and infrastructure. The spirit to fight to give consumer rights motivation and appreciation is so good from Government and society. Because during the time the independency of this institute to be trusted by all of society from consumerside and also perpetrator effort.Keywords : perpetrator effort, advocation, enableness of consumer"

"Kondisi pasar selular di Indonesia mengalami pertumbuhan yang spektakuler sejak hadirnya teknologi GSM. Kini konsumen memiliki banyak alternatif operator selular, sehingga brand switching sangat dimungkinkan. Itulah sebabnya operator selular memerlukan loyalitas dari pelanggannya, khususnya konsumen yang dapat melakukan Advokasi atas penggunaan produk. Walaupun konsumen masuk dalam kategori loyal, tetapi loyalitas kelompok konsumen Advokasi lebih diharapkan dari pada loyalitas kelompok konsumen Non-Advokasi karena mereka juga berfungsi sebagai agen promosi bagi perusahaan dalam mempengaruhi lingkungan di sekitarnya. Agar dapat mengetahui strategi promosi mana yang tepat maka dilakukan analisa dengan menggunakan discriminant analysis, dimana analisa ini menunjukkan faktor pembeda di antara strategi promosi serta variabel lainnya terhadap kelompok konsumen Advokasi dan konsumen Non-Advokasi. Berdasarkan latar belakang di atas, maka penelitian ini dilakukan untuk menjawab beberapa permasalahan sebagai berikut : - Variabel-variabel apakah dari strategi promosi yang menjadi pembeda terhadap kelompok konsumen Advokasi dan konsumen Non-Advokasi? - Di antara variabel-variabel tersebut, mana yang paling membedakan terhadap kelompok konsumen Advokasi dan konsumen Non-Advokasi? - Variabel-variabel apa di luar strategi promosi yang dapat membedakan kelompok konsumen Advokasi dan konsumen Non-Advokasi? Penelitian dengan metode survei dan bersifat eksplanatif ini dilakukan pada populasi pelanggan kartu pasca bayar GSM kartuHALO yang berada di wilayah Regional Jawa Barat. Sampelnya dipilih secara stratified random sampling yang mencerminkan pelanggan yang berasal dari tiga kota di Jawa Barat yang menjadi pusat layanan pelanggan Telkomsel yang disebut graPARI, yakni di Bandung, Tasikmalaya, dan Cirebon. Total keseluruhan responden yang diambil adalah 312 responden yang telah memiliki usia berlangganan di atas 17 tahun. Variabel independen dari strategi promosi dalam penelitian ini adalah Advertising, Sales Promotion, Exhibition, dan Word of Mouth. Sedangkan variabel independen di luar strategi promosi adalah Pengetahuan Atribut Produk dan Customer Satisfaction. Hasil pengolahan data dengan menggunakan discriminant analysis menujukkan bahwa dari enam faktor tersebut terdapat empat faktor yang dapat membedakan kelompok Konsumen Advokasi dan Konsumen Non-Advokasi, yaitu Word of mouth, Advertising, Customer Satisfaction dan Pengetahuan Atribut Produk. Faktor yang paling membedakan adalah Word of Mouth. Analisa lanjutan dengan menggunakan multiple regression dilakukan atas variabel yang tidak masuk dalam analisis diskriminan yakni sales promotion dan exhibition terhadap Customer Satisfaction. Hasilnya adalah kedua faktor tersebut memiliki efek tidak langsung terhadap kelompok Konsumen Advokasi dan Konsumen Non-Advokasi. Rekomendasi yang dapat diberikan berdasarkan hasil penelitian ini adalah dengan memberikan exposure lebih intens agar dapat mempengaruhi Word of Mouth di kalangan pengguna kartuHALO, kemudian diikuti dengan peningkatan pada aktivitas Advertising_ Perlu pula ditingkatkan kualitas dari Sales Promotion dan Exhibition yang memiliki indirect effect terhadap kelompok Konsumen Advokasi dan Konsumen Non-Advokasi. Disamping itu Pengetahuan Atribut Produk dan Customer Satisfaction juga penting untuk diperhatikan karena menjadi faktor pembeda yang signifikan.

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Differentiated Factors Between Advocacy Consumer And Non-Advocay Consumer (Case Study : Kartu Halo's Promotional Strategy at PT Telkomsel - West Java Region)Condition of cellular market in Indonesia has a spectacular increased since the raise of GSM technology. Nowadays, consumer has various alternative of cellular operator, hence brand switching is very possible. That's why cellular operator needs consumer loyalty, specially consumer who can do advocacy of product usage. Even a consumer include in loyal category, but group loyalty of advocacy consumer is more expected than group loyalty of non-advocacy consumer due to their function also as a promotional agent for the company in influencing environment. To find out which promotional strategy that is appropriate, thus We can analyze using Discriminant Analysis. Discriminant Analysis points differentiated factors among promotional strategy and other variables for groups of advocacy consumer and non-advocacy consumer. According to the background mentioned, this research is taking place to answer the following problems : - What variables of promotional strategy that differentiates between advocacy consumer and non-advocacy consumer ? - Among those variables, which is the most differentiates between advocacy consumer and non-advocacy consumer ? - What variables apart from promotional strategy that differentiates between advocacy consumer and non-advocacy consumer ? A research using survey method with explanative character is being implemented to population of post-paid GSM kartuHALO's customers which located in the West Java region. The samples are chosen by stratified random sampling that reflected customers origin of three city in West Java as a customer service center, called graPARI. The cities are Bandung, Tasikmalaya and Cirebon. Total respondents is 312 who has been joining kartuHALO for over 1 year. Independent variables of promotional strategy in this research are Advertising, Sales Promotion, Exhibition, and Word of Mouth. While Independent variable apart from promotional strategy are Product Attribute Knowledge and Customer Satisfaction. Result of data processing using discriminant analysis showing there are four factors from six factors that differentiates for advocacy consumer And non-advocacy consumer. The factors are Word of Mouth, Advertising, Customer Satisfaction and Product Attribute Knowledge. The most differentiates factor is Word of Mouth. Further analysis using multiple regressions has been done for variables exclude in discriminant analysis which is Sales Promotion and Exhibition to Customer Satisfaction. The result is both factors have indirect effect to advocacy consumer and non-advocacy consumer. Recommendation given according to this research are giving more intensive exposure to influence Word of Mouth among kartuHALO users, then followed by increasing advertising activities. Quality of sales promotion and exhibition which have indirect effect to advocacy consumer and non-advocacy consumer need to be increased. Product Attribute Knowledge and Customer Satisfaction are important due to both becomes also significant differentiates factors."